PLAN PARA LA INTRODUCCIÓN DE LA LÍNEA DE CORTES FINOS DE RES EN EL CANAL DE HORECAS EN LA CIUDAD DE GUAYAQUIL

Abstract

The following project has the objective of venturing into the market of fine cuts, by designing a marketing plan for the company Fernandez that allows entering that market, as well as the distribution and promotions of fine cuts of beef focused on the HORECAS channel (Hotels, Cafeterias, Restaurants) in the sector of Guayaquil, which has had a greater growth in recent years. With this plan, it is intended to publicize and provide the best quality of life of Angus and Brangus breed under the highest standards of quality, breeding and feeding of homes in their own FedLot. Targeting the market of fine cuts has great potential because in Ecuador there are few suppliers that maintain a good quality of cuts and that technify their processes. To carry out this work in the first instance, a diagnosis has been made to know the current situation of the company, as well as its environment, with positive and negative objectives. Therefore, conduct a study and determine the acceptance of the product in the Horecas channel. And so carry out the design of the marketing plan, based on financial analysis and the feasibility of the project.